Where would our campaign be placed in

the real world?

Web 2.0 As an independent production, we will rely heavily on below the

line marketing through social media, with sites such as Facebook, Twitter and Instagram. Not only would this appeal to our primary and secondary audience, it would also help boost knowledge and publicity of our production on a wider scale.

As well as posting information about the production on the sites, we will also, as producers and directors, be interacting with our primary audience through Q&A’s on social media sites. As our primary audience are a sophisticated audience, they will be active in finding out further information about the production, which we will then answer publicly.

Social media sites are particularly useful as they allow us to publicise both the poster and radio advert on the platform. As a result, the promotional material for our production becomes publicised, with dates and locations for the actual production also being publicised on the sites.

Magasines Both online and physical magazine reviews are other platforms in which our campaign would appear. One magazine in particular, coincidently called ‘Wired’, reviews a variety of different media platforms to do with new technology, as well as having an online podcast. As a result, its audience are an Avid, active and sophisticated audience. With these reviews, the audience can either take a negotiate or positive reading from the opinion leaders, leading them to watch the documentary, as well as through the 2 Step Flow Theory. As one of the most read technology-based magsines, it has a large audience, not only of older and sophisticated, A-B income bracket people, but also of younger, more passive teenagers, looking for the newest and best technology.

Online blogs “Gawker” is one of the best known blogging

websites regarding the changing in media and technology. Founded in 2002, the bloggers review documentaries regarding culture, media and society. As a result, it is probable that our documentary will be reviewed by this blog or a similar blog. Again, it can relate to the two step flow theory; however unlike a magazine review, other bloggers are able to actively engage in conversation with the opinion leaders, either challenging or agreeing with their review. This would then cause further publicity and interest around the production.

Other film festivals It is also a possibility that, through means such as

critical success, our production could gain popularity and interest. It could then, potentially, be used in other film festivals relevant to the topic of new technology, or young culture. ‘RMBA’, for example, have created a short season of films about ‘UK Youth Culture.’ our documentary would be a relevant production.

The BBC also hold film festivals for  ”showcasing the best in up-and-coming filmmaking talent.” As a result, if a relevant theme for our documentary appears, our documentary could potentially be exhibited through that film festival.